THE BOTTOM LINE

Nucleus Research examined the use of IBM Business Analytics at First Tennessee Bank in order to identify the benefits of applying predictive analytics to marketing campaigns. Analysts found the application enabled the bank to increase profits by better segmenting and targeting its customers, leading to better response rates for the marketing campaigns it uses to cross sell products to customers. Adoption of IBM SPSS predictive analytics also reduced the annual number of campaigns and the amount of time spent on them.
ROI: 642%
Payback: 2 months